Winter Power Group – Power Savers

Category: Consumer Services; Return on Investment
Agency: Y&R
Advertiser: Winter Power Group

SUMMARY

Thanks to a perfect storm of events, NZ entered winter 2008 with hydro lake levels heading towards the emergency zone.

Blackouts could be on the agenda, unless the power industry could lower demand and keep it low for as long as was necessary.

New Zealanders were in no mood to help: this would be the third 'crisis' in several years, the past few months had seen dramatic price rises and to cap it off Mercury Energy's greed (in the public's eyes) had just killed a customer.

Plus it was election year – the Labour Government did not want to hear the words 'power crisis'.

We had the trifecta:
A disgruntled public. A paranoid government. A terrified industry.